B2B Brand Management

B2B Brand Management

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This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.Despite the fact that Lenovo is allowed to use IBM in the coming 5 years, but only on products, Lenovo has taken over IBMa#39;s Think family brands including ThinkPad and ThinkCentre, which are the symbols of technical innovation, reliableanbsp;...

Title:B2B Brand Management
Author: Philip Kotler, Waldemar Pfoertsch
Publisher:Springer Science & Business Media - 2006-09-22

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